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论文编号：	2175
作者编号：	2220070907
上传时间：	2010/1/20 10:05:22
中文题目：	中国联合水泥集团营销策略研究
英文题目：	China United Cement Group Marketing Strategy Research
指导老师：	张永强
中文关键字：	中国联合水泥集团 水泥市场 营销环境分析 营销组合策略
英文关键字：	China United Cement Group, Cement Market, Marketing Environment Analysis, Marketing Mix Strategy
中文摘要：	随着我国经济持续快速发展，水泥市场需求量也随之增长，为水泥行业的发展提供了难得的机遇。国家提出并实施拉动内需计划及扩大内需政策，主要集中在民生工程、基础设施、生态环境、灾后重建等方面，水泥作为建筑行业必不可少的建筑材料，无疑会受益良多，水泥工业将会保持平稳增长。 随着政府对重点水泥集团的扶持力度和水泥工业结构调整力度的不断加大，一直困扰着国内龙头水泥企业发展的融资瓶颈也将得到有效解决，未来水泥行业的整合力度和联合重组的步伐将进一步加快，水泥产业集中度将进一步提高。如何提高水泥公司的市场营销力，已成为水泥企业关注的重点问题。 本论文从中国联合水泥集团有限公司发展历程和经营现状入手，以营销组合策略（4Ps）、PEST环境分析法、SWOT分析法等理论为主要理论依据，通过对水泥需求和客户、宏观经营环境以及中国联合水泥集团与主要竞争者的分析，制定出新的市场营销组合策略。 论文共分为六章：第一章阐述了论文的研究背景、研究意义、研究内容以及本研究的相关理论依据。第二章介绍了中国联合水泥集团基本情况，包括中国联合水泥集团的营销组织机构、产品和市场状况等，并重点分析了水泥集团在营销管理中存在的问题。第三章和第四章对水泥行业的市场和宏观环境进行分析，重点分析了水泥需求特点、水泥客户结构、水泥客户购买行为、水泥市场状况以及主要竞争对手的优劣势，明确了公司的经营环境和在水泥行业市场中所处的竞争地位。第五章根据公司目前营销以及管理中所存在的问题，提出较为适合公司经营发展的营销策略及实施建议。第六章是结论，对全文进行归纳和总结。 本文的创新点在于，综合运用工商管理相关理论，对中国联合水泥集团营销现状以及存在的问题进行了深入的分析，并提出中国联合水泥集团营销策略及实施对策，希望本文的研究能对中国联合水泥集团的健康发展有所裨益。
英文摘要：	The market demand for cement is increasing with China's sustained and rapid economic development. It provides a rare opportunity for the development of the cement industry. China put forward and implemented the 4 trillion stimulating domestic demand plan, mainly in the people's livelihood projects, infrastructure, ecological environment and post-disaster reconstruction. Cement as the essential building materials to the construction industry, will undoubtedly benefited greatly and cement industry will maintain steady growth. The financing bottleneck for the development of domestic leading cement companies will also be resolved effectively as the government's support for key cement group and the intensity of restructuring in cement industry continue to increase. In the future the integration, joint and reorganization of the cement industry will accelerate further and the degree of concentration of cement industry will be further enhanced. How to improve the ability of cement marketing has become a key point to which the cenment companies pay a lot of attention. Starting from the development process and operation status of China United Cement Group Co., Ltd. (Referred to as China United Cement Group), being based on the marketing mix strategies (4Ps), PEST environmental analysis, SWOT analysis and other theories and through analyzing the cement demand and customers, the macro business environment as well as China United Cement Group and the main competitors, a new marketing mix strategy for China United Cement Group for reference will be developed in this paper. There are six chapters in this paper. In The first chapter the research background, research significance, research content, as well as the theoretical basis of this study was discribed. In the second chapter the basic situations of China United Cement Group are introduced briefly, including the marketing organization of China United Cement Group and the conditions of products and market.In the third and fourth chapter the market of cement industry and macro environment are analyzed focusing on the demand characteristics of cement, the structure of customers, the buying behavior of customers, the conditions of cement market as well as the strengths and weaknesses of major competitors. So the company's operating environment and the competitive position in cement industry are clear. In the fifth chapter more suitable marketing strategies for the operations of the company are developed aiming at the problems in company's current marketing and management. The sixth chapter is the conclusion of the whole paper. The innovation of this paper is to analyze the current situations and problems of China United Cement Group based on the integrated use of theories of MBA in depth and to put forward marketing strategy and implementation measures for China United Cement Group hoping that this study can be helpful for the development of China Cement Group.
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